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2 INTRODUCTION This document will define the most important aspects of your brand: your brand vision, brand values, the identity of your audience, your brand promise, and your brand story. Your brand vision is the ultimate goal of your company. What does your finish line look like? You ll be able to ask yourself What decision will get me closer to that finish line? Your brand values are the non-negotiable core beliefs you hold. Even if your company is just you, these values will influence everything from who you hire to how you respond to support tickets. Your audience profile has been determined based on the poll we conducted. The first section explains the poll data visually. The second is audience personas; profiles that help humanize your decisions. Ask yourself Would Alex understand this documentation? or Would Ingrid get excited about that feature? Your brand promise is telling your customers what you promise you ll do for them. You probably know this part as a tagline. We ll keep it short, sweet, and easy to remember. Your brand story is the sum of all of those parts. Once you ve read the entire document you ll know who you are, who your audience is, and how to move forward and tell that story to your audience. INTRODUCTION // Prepared for Demonstration Purposes by Chris Ford Page 1 of 13

3 01 BRAND VISION Your brand vision is your finish line the point where you can look back and say It was totally worth it. We ve defined three moments that will let you say I did it! Milestone One To have an army of robot minions It s impossible to take over the world without at least a small army of robot minions. Milestone Two To make a dent in the universe I would like to change the world, even i it s just the world of our customers. Milestone Three To change the way companies look at branding When every company in the world, from a single freelancer to a major corporation applies the principles of branding first to their marketing materials, visual identity, design process and product development. BRAND VISION // Prepared for Demonstration Purposes by Chris Ford Page 2 of 13

4 02 CORE VALUES I believe everyone has a story to tell The essence of branding is telling potential customers who you are and why they should care. The best way to do that is with a compelling story. Discovering a company s own unique story and voice is the reason I m in business. I ve been a storyteller since I wrote my first book in the fifth grade. I believe in giving back I ve been fortunate enough to have had some amazingly talented people teach and mentor me. They have all been such a huge example of generosity that I feel it s my duty to give back to others via pro bono projects and speaking at WordCamps. I believe in empowering women I m not ashamed to say I m a feminist. I don t limit myself to mentoring, sharing knowledge, and working with women, but I am active in expanding the visibility of women in technology. I believe you should never stop learning One of the things I love most about my job is that I m always learning new things. It s important to me to stay ahead of the learning curve. It s also important for me to share that knowledge with the next generation of designers. I believe in being a partner, not a vendor Building a brand works best when the client and strategist are partners. A brand strategy where a client who just wants you to execute their idea as a vendor rarely works. The best work emerges when we work together and respect each other s unique skills, knowledge and perspective. CORE BRAND VALUES // Prepared for Demonstration Purposes by Chris Ford Page 3 of 13

5 03A AUDIENCE POLL I conduct research as the first step in creating a brand strategy. If you have an existing site we ll analyze your top content. If you re a new company, we ll create and conduct an audience poll. I never start a project without data. It s like building a house without plans. Research doesn t have to mean months of testing and a huge corporate budget. If you re interested in a book that has influenced my view of the research page, check out Just Enough Research by Erika Hall from A Book Apart. Research is not a one and done task. I recommend revisiting it every six months to gain a better understanding of how your audience is evolving and what messages they re responding to. The next several pages are data visualizations. While numbers and data are great, spreadsheets are boring. Translating them into a visual language makes them more easily understood and accessible. AUDIENCE POLL // Prepared for Demonstration Purposes by Chris Ford Page 4 of 13

6 *This is a data visualization that represents the answer to a question in an audience poll. This is one style of chart used to show the results of an audience poll. It is created specifically for data that is best when trying to visualize the number of people in your audience who respond to a certain message. THIS IS THE CHART S LEGEND TYPE OF DATA ONE This is a description of the data being represented TYPE OF DATA TWO This is a description of the data being represented TYPE OF DATA THREE This is a description of the data being represented TYPE OF DATA FOUR This is a description of the data being represented TYPE OF DATA FIVE This is a description of the data being represented AUDIENCE POLL // Prepared for Demonstration Purposes by Chris Ford Page 5 of 13

7 THIS IS A SIMPLE PIE CHART VISUALIZATION This is a data visualization that represents the answer to a question in an audience poll. This is one style of chart used to show the results of an audience poll. It is created specifically for data that is best when trying to visualize the number of people in your audience who respond to a certain message. DATA TYPE ONE DATA TYPE TWO AUDIENCE POLL // Prepared for Demonstration Purposes by Chris Ford Page 6 of 13

8 THIS IS A BAR CHART VISUALIZATION WITH ICONS This is a data visualization that represents the answer to a question in an audience poll. This is one style of chart used to show the results of an audience poll. It is created specifically for data that is best when trying to visualize the number of people in your audience who respond to a certain message DATA TYPE (MODIFIER) DATA TYPE (MODIFIER) DATA TYPE (MODIFIER) DATA TYPE (MODIFIER) AUDIENCE POLL // Prepared for Demonstration Purposes by Chris Ford Page 7 of 13

9 THIS IS A SIMPLE HORIZONTAL BAR CHART This is a data visualization that represents the answer to a question in an audience poll. Type of data one 45 This is one style of chart used to show the results of an audience poll. It is created specifically for data that is best when trying to visualize the number of people in your audience who respond to a certain message. Type of data two Type of data three 22 Type of data four 35 Type of data five Type of data six Type of data seven AUDIENCE POLL // Prepared for Demonstration Purposes by Chris Ford Page 8 of 13

10 03B AUDIENCE PERSONAS Let me introduce you to your target audience. While this sample only contains on persona (to reduce redundancy) an actual brand strategy document will determine a secondary and tertiary audience as well. You should keep these people in mind when making decisions about design, typography, logo direction, headline messaging and copywriting. Always ask yourself how this person would react to your decisions and choose accordingly. AUDIENCE PERSONAS // Prepared for Demonstration Purposes by Chris Ford Page 9 of 13

11 DOUG Primary Audience Segment Label WHAT S DOUG S STORY? This is a summary of who Doug is. This is the story of why he came to your site and what pain point you can solve for him. We expand on the story below. You want to include details that matter. I like to explore why they initially come looking for the product, service, or idea. This is who Doug is now. Your goal is to know him as a person as well as a customer. What does he like. What common vision and values do you share? This is who Doug wants to be. People want a product, service or idea to make their lives better. Figure out what makes Doug feel like you ve changed his life for the better. What s a guy to do? AUDIENCE PERSONA // Prepared for Demonstration Purposes by Chris Ford Page 10 of 13

13 04 BRAND PROMISE A tagline-length promise The big picture idea behind your product, service or idea is articulated here. It s not about what you do, or how you do it, but about why you do what you do, and why a potential customer should care. The goal is to articulate your why. BRAND PROMISE // Prepared for Demonstration Purposes by Chris Ford Page 12 of 13

14 Have you ever read a book or watched a movie where nobody really did anything of interest, there wasn t a lot of conflict and you didn t care about the characters at all? (Cold Mountain, I m looking at you.) You don t want your brand to tell that story. Your story is non-fiction, not a fairy tale. It isn t about who you want to be, or think your customers want you to be. It s about who you really are, right now. Each step of the strategy process leads up to this narrative. Brand Vision Your brand vision is the key to determining if your story is successful. This is where you can dream huge. Know what your happy ending is. 05 BRAND STORY Core Values Articulating your brand values allows you to determine what type of story you re telling. Is it an uplifting tale of the underdog defeating the giant, or is it a story of rebirth, renewal and hope? All of those components help us craft the language and tone we use. Research Research defines our story arc how we build toward the point of greatest interest in your story, defines the climax or crisis and answers questions like How is the conflict resolved? (Here s a hint: it s usually by buying your product, service or idea). Ultimately your research helps you communicate how the character s life is better once the conflict has been resolved. Personas Our audience personas are our character sketches. Who s the hero? Who s the villain? How do they change during the course of the story? Promise This is the theme that runs throughout your story. Everything should lead up to this one simple, memorable thing you do. BRAND VISION // Prepared for Demonstration Purposes by Chris Ford Page 13 of 13

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